Barbie shoots for the stars
Barbie gives girls their dream jobs
Barbie packs some power
Fisher-Price waxes poetics
In the News
Brands share in the love of Fan Expo
How Lego and Toys "R" Us are tapping into fans' passion at the comic and pop culture convention.
Shopper Innovation Awards: Walmart and Mattel’s virtual toy store
A pop-up in Pearson Airport made for convenient holiday shopping.
AToMiC Awards: Old brands, new tricks
You can’t teach an old dog new tricks, but brands looking to reach a younger audience are proving this analogy doesn’t always apply.
MSLGroup hires an SVP
The firm taps Caroline Murphy to expand its lifestyle business and bring expertise to paid digital and social.
Fuelling a Playground
Ottawa-based Fuel is the latest agency to jump on the "incubator within an agency" train, launching a new division dedicated to playing with cool techy toys.
Christine Ross departs Spider Marketing
The agency's co-founder is taking on an SVP role at Free For All Marketing amid the Toronto shop's hiring spree.
Barbie wants girls to be their own bosses
The Mattel brand is hoping to get more girls excited about being entrepreneurs later in life with a new Career line doll.
Amazon: Where video streaming and merch collide
A deal between Mattel's HIT Entertainment and the tech co could be the future of blended content and consumer products.
Mattel launches revamped global branding team
The maker of Hot Wheels and Barbie has announced a new streamlined marketing division to span the co's global brands.
Mattel and WWE team up for branded content push
World Wrestling Entertainment characters get out of the ring in a new original stop-motion series and toy line.
TrojanOne hires Graham Lee
The former founding partner of Grip joins the Toronto agency as CCO.
Monster High gets Ghoulish in Toronto
The Mattel toy brand is promoting its latest DVD release with activations at the Scarborough Town Centre and Toronto Eaton Centre that let kids become their favourite characters.
Three things: 2012 retail trends
Strategy picked out some significant themes from the past year, including men, pop-up shops and little big-box stores.
Scouts Canada gets back on the radar with Hot Wheels
The organization is hoping the partnership will help extend its three-year upswing of attendance through increased promotion.
Mattel opens the doors to Barbie’s closet
The brand has launched a cross-platform campaign aimed at reaching both young girls, as well as older fans of the brand.